The Advertising Standards Authority (ASA) has banned Poundland\u2019s \u2018Elf Behaving Badly\u2019 campaign following the numerous complaints it received. \u00a0\r\n\r\nThe Christmas campaign was run on Poundland\u2019s social media pages and depicted a children\u2019s toy elf in a series of pictures that had sexual connotations.\r\n\r\nASA said it received 85 complaints about the ads while Poundland was also told by Twinings Tea to remove their product from an image which featured the elf dangling a tea bag over a dolls face with the caption \u2018How do you take your tea? One lump or two?\u2019\r\n\r\nASA ruled that the elf campaign was likely to cause widespread offence.\r\n\r\nIt also noted that although under-13s were prevented from creating accounts on both Twitter and Facebook, the retailer\u2019s pages were not age gated and could therefore be seen by anyone.\r\n\r\nIn response Poundland stated that the campaign was based on humour and double entendres.\r\n\r\nThey explained that \u00a0the nature of a double entendre was that \u201cthey would not be understood by children\u201d. They also stated Twitter and Facebook had policies which prevented under-13s from creating accounts on their websites and Poundland had \u201cnever sought to encourage anyone other than adults to follow Poundland on these social networks\u201d.\r\n\r\nPoundland has since created a page on its website including an image of the elf behind bars with a letter supposedly written by the character.\r\n\r\nThe statement reads: "Britain's the home of saucy postcards, Carry On films and panto, so I\u2019m sad the ASA found my double entendres hard to swallow. At least it\u2019s only 84 people who had a sense of humour failure compared to the tens of thousands who got the joke and liked and shared my posts online.\u201d\r\n\r\n"I\u2019m doing everything I can to be good so I can get out on good behaviour later this year. Love, Elfie x\u201d.